Johnnie Walker House opening in Shanghai

The Johnnie Walker House officially opened its doors on May 19 2011. Located in Shanghai's Sinan Mansions, it is an embassy for whisky culture and the first of its kind outside Scotland. With the establishment of the Johnnie Walker House, Diageo has made a strategic investment in the future of its iconic Johnnie Walker brand by revolutionising the whisky experience in China. Chinese actors Chen Kun, Xia Yu and film director Peter Chan were among the distinguished guests who were part of the ribbon-cutting ceremony, alongside Gilbert Ghostine, President, Diageo Asia Pacific and Joseph Tcheng, Managing Director, Diageo Greater China. The Johnnie Walker House will continue the tradition of the brand's long history in delivering innovative marketing and will open a new chapter in the enjoyment of whisky and whisky culture in China.

'Diageo is the leading Scotch business in Asia Pacific. With the launch of the Johnnie Walker House, we are bringing Scotland to China by creating a flagship home for Scotch whisky. Our ambition is to help Chinese consumers discover the status and rich heritage of Scotch whisky. This is a game-changing moment for Johnnie Walker in China as we open the ultimate luxury venue for our consumers and demonstrate our commitment to building the Scotch category in China.' said Gilbert.

'The vision of the Johnnie Walker House is to firmly establish Scotch whisky as part of a sophisticated and luxurious lifestyle and to inspire the next generation through the voices of inspirational leaders.' said James Thompson, chief marketing officer, Asia Pacific. 'The Johnnie Walker House presents us with the unique opportunity to share the pioneering story of Johnnie Walker House and to start a new chapter of whisky culture in China.'

The design of the Johnnie Walker House has been inspired by the theme 'whisky conversations', a place to help Chinese consumers discover the status and rich heritage of Scotch whisky. Every room, display and interaction engages guests in stimulating discussions and will become host to a variety of inspirational events, lectures and master classes. The Johnnie Walker House will inspire the next generation of individuals through the voices of those who have become leaders in their field. It is an amazing concept,' says, Peter Chan, 'to have a special house as the home of the global brand that most represents progress and inspiration in China, it is something that I totally support. My career has been a journey; I hope that people like me can share their stories to encourage progress in others.'

In Asia Pacific, the Scotch category is currently growing at 8% value*. The Diageo Scotch portfolio is growing at 16% value**, double the rate of the category, gaining share in every market across the Asia Pacific region. The greatest momentum comes from prized Scotch brands Johnnie Walker, Windsor and The Singleton. In China, the trend towards premiumisation has driven rapid growth in our luxury brands, such as Johnnie Walker Blue Label, our rarest and most luxurious blend.

To commemorate the landmark opening of the Johnnie Walker House in China, Diageo launched the Johnnie Walker 1910 Commemorative Edition – an ultra exclusive 'for sale by invitation only' blend that will only be available at the Johnnie Walker House. 1910 marks the year that Johnnie Walker was first enjoyed in China and the Johnnie Walker 1910 Commemorative Edition was inspired by whisky blends that were created by in those times by the Walkers.

The Johnnie Walker 1910 Commemorative Edition will be sold at RMB 13,888 (£1300). Each bottle is individually numbered and there will only be 1000 bottles available. This is the first time Diageo will be presenting a Johnnie Walker blend in only one location in the world.